Fostering Consumer Trust

SAN DIEGO, Calif. (Jan. 29, 2016) — The Beef Checkoff Consumer Trust Committee met Friday, Jan. 29, at the Cattle Industry Annual Convention & NCBA Trade Show to weigh in on ways to better connect with the beef consumer and how to effectively communicate with an increasingly disconnected audience.

The meeting was one of several National Cattlemen’s Beef Association (NCBA) committee meetings convened to engage stakeholders and voting committee members in various areas of the industry.

The Consumer Trust Committee focused on building and maintaining consumer trust by using research to pursue continual improvement, with an eye toward long-term sustainable and profitable beef production and better consumer communications.

After a vote, it was decided that the headlining issues for the committee to prioritize are:

connect and communicate directly with consumers;

protect beef’s image; and

develop a crisis management plan.

Committee members and attendees chose to focus more intently on domestically focused initiatives than export-focused topics. It was urged that producers and industry professionals should be more transparent and communicate better with consumers.

Other areas of concern, rated with less importance, were to measure and improve sustainability, engage beef advocates and beef quality assurance (BQA) initiatives.

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